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Online shopping makes up more than half of surveyed middle class shoppers’ purchases, according to a new report tracking middle class spending in Kenya & surrounding East African countries.

The report found E-commerce shoppers i.e individuals who made at least two online purchases in a typical three-month period found 35% of their purchases were made, an increase from 28% of shoppers in 2016. An estimated 40% made at least four to six purchases online, while another 35% made seven or more.

The growing middle class are driving the shift and the impact is critical. It is the driving force behind a lot of the change in appetite for online shopping and more so quality, genuine and or imported products.

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